Perfumed tunnel becomes must-see attraction at N1 VIP Box

Veja installs immersive passage at Sapucaí combining light, flowers and fragrance, turning the VIP box entrance into an Instagrammable sensory experience.

The arrival at Camarote N1, at Marquês de Sapucaí, gains a new ritual this Carnival. Right at the entrance, guests walk through an immersive and perfumed tunnel signed by Veja, Brazil’s most chosen cleaning brand, created to transform the first step into the party into a sensory experience — and highly Instagrammable.

With flower arches and enveloping ambiance, the tunnel combines light and fragrance in a path that works as a mandatory passage and photo point. The proposal is to activate olfactory memory and integrate perfume into the celebration atmosphere of the night.

Sensory strategy at the heart of celebration

The installation is part of the brand’s Carnival strategy to activate Veja Gotas de Perfume (Perfume Drops), a line of scented cleaners that explores the sensory territory as a form of connection with the public. The proposal is to create an experience that dialogues with the Brazilian way of living the party: intense, affective and full of meaning.

To amplify the moment, a squad of influencers takes on the role of party hosts. Among them is Mariana Goldfarb, who shows on her social media the backstage and encounters directly from Sapucaí, bringing the public closer to the VIP box atmosphere.

The experience also gains developments outside the avenue, with creators representing the “couch hosts” and sharing ways to live Carnival at home, proving that the party spirit goes beyond the avenue limits.

With the activation, Veja marks its presence in one of the most disputed spaces of Rio’s Carnival and transforms perfume into part of the night’s narrative, from the triumphal entrance to the last parade.

Photo: Disclosure